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HONG KONG: FIT dominates ITE & Hong Kong Outbound
Generate More Sale in Trade & Public Days
For over a decade, the annual ITE Hong Kong Public Visitor Survey has consistently shown a strong preference for Free Independent Travel (FIT), with approximately 80% of public visitors favouring this travel style. (i.e. independent travel but include private tour).
Specifically, ITE 2025 survey—which collected 4,242 online replies around mid-year—revealing that 72% of its public visitors prefer FIT for long-haul travel, rising to 87% for short-haul. (Link to full report)
However, a subsequent survey in year-end, which more focus on buying behavior, found even among those preferring FIT, some from time to time, they will also consider package tour.
Survey Findings Aligns with Destination Statistics
ITE survey findings echo well with official statistics! For example, Japan reported among arrivals from Hong Kong in 2023 who exceeded 2 million, 88.6% were FIT.
Importantly, FIT getting popular too in Chinese Mainland! Comparing Chinese Mainland applicants for French visa in 2019 and 2024, FIT applicants grew from 39% to 52% while group dropped from 47% to 22%.
ITE Public Visitor Frequent & Affluent Travelers
ITE public visitors are affluent travelers as survey found 90.8% either increase or maintain travel spending in coming year; travel frequently; educated as over half had university education and another 23% post-secondary, and many speak English! In short, public visitors are Premium FIT!
ITE 2025 Mid-Year Survey: Frequency of Outbound Overnight Leisure Trips
| No. of O/B Leisure Trip | 2025 (Jan – Jun) | 2025 (Jul – Dec) |
| 3 or more | 48.2% | 42.8% |
| 0 | 6.2% | 2.7% |
The annual ITE Hong Kong in 2026 celebrates the 40th Anniversary, which also its 6th live edition since Covid-19. Since 2021, all ITE including those in pandemic years keep separate days and programs for trade and public visitors.
ITE 2025 Key Statistics
| Exhibitors | Buyers & Trade Visitors | Public Visitors | Seminars & Audience |
| 502 (87.8%*) from 64 countries & regions (1/3 from non-Asia) | 7626
(53.2%*) |
70212
(80% FIT) |
135 seminars
(9224 seated audience) |
(*) From Outside Hong Kong / Overseas
International Sourcing Platform for Asian Travel Trade
Among ITE buyer trade visitor, 30% came from Chinese Mainland and over 20% from other parts of Asia. Some came individually, and there also were delegations by travel trade association from various Guangdong cities.
Some free and some optional, our B2B program includes Business Matching though free flow the main format, free pre-show promotion for exhibitor’s own trade seminar, speaking opportunity and Networking with KOL etc.
Generate more Sale in ITE Public Days
Buying signal strong in public days, as survey found 43% of visitors will / interest making booking and purchase in ITE! Also, many visitors use their mobile to book and pay for holiday or travel product in ITE, just like doing it at home or in a café, and exhibitor not involved in such process.
Exhibitors attending under a tourist visa can promote their offerings to visitors at the exhibition. This includes showcasing products, services, and distributing promotional materials such as discount QR codes.
Crowded travel seminars, another type of buying signal in public days! Held were 135 trade and public seminars with 9224 seated audiences of whom majority public; and the most popular one drew over 400 audiences including those standing!
Thus in public days, exhibitors can promote to premium FIT; and apply for free seminar session of 25 minutes to hold seminar.
Supplementary Survey on Buying Behaviors
To find out more about public visitor’s buying behaviors, a supplementary survey which collected 224 replies, was held in November 2025. It found:
- In past year, 94.6% visitors had at least one FIT holiday, reflecting FIT dominance!
ITE 2025 Year-End Survey: Frequency of FIT Holiday
| No. of FIT Holiday past 12 Months | PERCENTAGE |
| Five or More | 11.2% |
| Three to Five | 34.8% |
| One to Two | 48.7% |
| Zero | 5.4% |
- FIT and Package tours not mutually exclusive! 43.3% (100–56.7) will also consider package tours, and only 5.7% (2.2 + 0.4 + 3.1) visitors have a 60% or higher chance choosing package tour.
ITE 2025 Year-End Survey: Travel Mode Preference
| Mode | FIT | FIT | Package | Package Tours | ||||
| Ratio | 100% | 80-90% | 60-70% | 50-50 | 60-70% | 80-90% | 100% |
| Results | 56.7% | 17.0% | 8.5% | 12.1% | 2.2% | 0.4% | 3.1% |
- Comparatively, visitors taking package tour take shorter preparation time. Understandably, saving preparation time gives package tour an edge.
ITE 2025 Year-End Survey: Preparation Time Required
| Time Horizon | FIT | Package |
| At least 3 Months | 32% | 25% |
| 1 – 3 Months | 43% | 32% |
| Within 1 Month | 17% | 29% |
| Around 1 Week | 4% | 8% |
| Any Time | 4% | 5% |
- Before deciding on destination, visitors usually use following channels to source information
ITE 2025 Year-End Survey: Channels to Source Information
| Channels | ITE | Traditional Media i.e. TV, Guidebooks | Travel Portals (OTA / Airline / Hotel) | KOLs | Word of Mouth | Official channels (NTO etc.) | Social Media |
| % | 52% | 48% | 47% | 46% | 39% | 33% | 28% |
- Even with inconvenient transport (no direct flight or high-speed train access), factors that attract visitors to a destination:
ITE 2025 Year-End Survey: Major Factors
| Attract visitors to a destination | PERCENTAGE |
| Scenic Area / Outdoor Adventure | 63% |
| Cultural / Historical | 49% |
| Exquisite / Unique Cuisine | 28% |
| Festival / Mega Event | 43% |
| Local Culture | 28% |
| Wellness / For Relaxing | 22% |
| Unique Accommodation | 21% |
| Landmark | 23% |
| Educational | 11% |
- Travel budget not the only nor the major concern to majority of visitors.
ITE 2025 Year-End Survey: Budgets
| BUDGET IMPACT on CHOOSING DESTINATION | PERCENTAGE |
| Will affect choice of destination | 36.2% |
| Occasionally over budget for ideal destination | 42.9% |
| Minor, emphasize more on experiences | 21.0% |
- Hard to say if visitors’ daily F & B budget is sufficient or not, for it depends very much on destination.
ITE 2025 Year-End Survey: F&B Expenses
| Daily Spending on F&B, Meal & Snack (HK$) | PERCENTAGE |
| Below $500 | 26.8% |
| $501 to $1000 | 51.8% |
| $1001 to $2000 | 16.1% |
| Over $2000 | 5.4% |
The next ITE Hong Kong
Organized by TKS Exhibition Services Ltd., ITE Hong Kong 2026, which comprises the 40th ITE (Leisure) and 21st ITE MICE, will be held from 11 – 14 June, 2026 at Halls 1 of the Hong Kong Convention Exhibition Centre (HKCEC), with first 2 days for trade and last 2 days for public.
